Absent new company developments, the key for any company is to secure frequent, meaningful media mentions and buzz, by finding natural ways to make the company part of an already existing news cycle or trend.

There are tweet partisans: The Associated Press gave tweet its blessing in the most recent edition of its style guide, and the American Dialect Society listed tweet as its “word of the year” for 2009 (though that label is less an honorific than a reflection of widespread use).

Rather than allow the club with the Benny family’s enthusiastic blessing to digitally preserve some unreleased public domain Benny show masters that CBS has in its possession, the network is giving a thumbs down to the idea — thus sealing these shows’ fate so they will never be seen again.